Survey of retail websites finds that page loading times are 9% slower than in 2011
According to a report by site acceleration specialist Strangeloop Networks, E-commerce web pages are 9% slower than they were in 2011.
The report, entitled State of the Union: E-Commerce Page Speed and Website Performance, was based on data from 2,000 of the world’s top retail websites as ranked by Alexa.com. Each site was tested using a tool called WebPagetest, an open-source project primarily supported by Google, which simulates how pages perform for real-world users across major browsers, including Chrome 20, Firefox 13, and Internet Explorer 10.
The study found that the median page load time for is now 6.5 seconds, up from 5.94 seconds in November 2011. In the same time, page sizes have increased by 5% while the median page now requires 77 server round trips, up from 73 in 2011. Top-ranking content-rich sites are even slower. The findings present a paradox for e-tailers counteracting advances in network and browser performance. According to Amazon, a 100-millisecond performance lag can negatively affect revenues by 1%.
Strangeloop CEO Jonathan Bixby said: “This data tells us that when it comes to performance, many retailers are still leaving money on the table. Site owners should be conducting routine tests across a variety of browsers. They should be measuring performance using a variety of metrics, and they need to ensure third-party scripts have been optimised. Implementing these basic performance tenets will drastically improve revenue.”